Study Shows That LGBTQ Inclusion in Ads Benefits Brands and Boosts Visibility

P&G's Marc Pritchard says he wants the industry to 'accurately reflect all people'

a woman holding a rainbow flag
More than two-thirds of non-LGBTQ consumers feel better about buying products from brands that put LGBTQ people in their ads. Getty Images

Consumers who have been more exposed to LGBTQ people through the media are more likely to accept them, according to a new study from CPG manufacturer Procter & Gamble and the media advocacy group GLAAD.

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@hiebertpaul paul.hiebert@adweek.com Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.